During our photo shoot at Miami Beach National on a very, very, very hot day.

One of the things I find most surprising about my job, is how frequently we are conducting video or photo shoots. Elements is truly positioned as a leader in the fitness franchise space, and it is very important to have unique content: videos, photos, workouts, stories… you name it.

It seems as if every shoot is an adventure – we have had some great locales, and being based in South Beach gives us a richness of locations beyond imagination. Today’s adventure took us to Miami Beach Golf Club where we were shooting a sequence for a feature story in the prestigious CBI (Club Business International) magazine. Elements is frequently written about in the magazine, which is the top industry publication for the fitness and leisure industry, but it is very special to receive a full feature such as this. Our art director chose a great photographer and a great location for this visual… however no one took into account the humidity (and mosquitoes) after a typical Miami summer shower. My instructions “look happy, look up, look over here, higher, no lower, no your hand…” and the team began to get weary very quickly, as we all were melting in the July Miami heat. Adding some complication, it seems as if a particular group of well-known celebrities did not see the “hole closed” sign and played through our shoot! I was keeping my eye out for a small white ball… and of course getting yelled at the entire time by the photographer – I couldn’t wait to get back to to real work!

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I was conducting a phone meeting with a business contact of ours in Bombay, India, who said that speaking to me was “both a pleasure and a joy.”

I smiled as I hung up, but began to reflect on the tremendous, and also the subtle cultural differences that exist among us. In business (and in life), I am always careful to be a student of a culture, and to let my counterpart take the lead. Knowledge of, or at least a respect for culture, and our cultural differences goes a long way with international business relationships.

We have begun to focus the elements brand on “global growth,” given the wide spread appeal of our philosophy of “balanced, healthy lifestyle.” Our board also shares the vision that being an international fitness and lifestyle player gives elements a far greater depth. Our online interactive diet, “BalanceD” has a community feature which allows women globally to chate and share inspiration, tips, and stories with each other. It is really fascinating to watch women from such different backgrounds and worlds share a common weight loss or lifestyle goal.

It is really essential to understand the economic impact of a global marketplace. Today, just focusing a brand state-side is almost perceived as short-sighted. In terms of business, if the growth can be managed, it certainly makes great sense to have operations internationally – it stabilizes the brand in times of political or economic uncertainty, while adding an entire new dimension of depth. In total, with the right team, international growth, coupled with a solid base at home, builds a more solid investment for shareholders, with far greater growth potential.